Research On The Marketing Network Of Zhengzhou Nissan Automobile Co.,LTD

Since China’s accession to the WTO in2001, China’s automotive industry have entered into the rapid development of the10years. But in China’s auto market in2012, although the production and sales continue to maintain the growth momentum, in2011, as Sino-Japanese Diaoyu island dispute continuously, it led to the Japanese in China, independent brand and great changes have taken place in European and American automobile market structure. Japanese cars has suffered a sharp fall in sales. Zhengzhou Nissan as a Sino-Japanese joint venture enterprise, in order to make themselves better able to adapt to today’s environmental changes of the Chinese automotive market and occupy certain market share, Zhengzhou Nissan must be based on optimization of network environment construction, in the framework of reasonable marketing network, constantly optimize the network’s operating area, improve the level of store design, perfect enterprise’s staffing and organizational structure of enterprises, which to achieve lower marketing costs, to improve service levels, to meet consumer demand and to improve the competitiveness of the enterprise fundamentally in purpose.We systematically elaborated the research status at home and abroad in presented and related theories in automobile marketing network. We first introduces the marketing network which based the market’s environment analysis, and then introduces the Zhengzhou Nissan and the present situation of marketing network. We respectively introduce the concrete expression of the basic situation of Zhengzhou Nissan motor co., Zhengzhou Nissan’s present situation of the domestic marketing network, Zhengzhou Nissan automobile marketing mode, and then we list the relevant statistics contrast after a series of automobile industry, the key problem of Zhengzhou Nissan marketing network analysis, we put forward the improvement strategies and measures of Zhengzhou Nissan marketing network on this basis. Dual brand marketing mode of sales channels construction is a plan which include car after market strategy for the construction of marketing network, Zhengzhou Nissan specification of channel management, Zhengzhou Nissan marketing network layout scheme design, based on the customer relationship management of the construction of Zhengzhou Nissan marketing network marketing force. In research methods, this paper mainly adopts the method of combining theoretical research and practice research, based on the theory of marketing network, analysis characteristics and advantages of Zhengzhou Nissan marketing network construction, and puts forward some strategies for improvement. Article USES the research method is mainly theoretical research combined with empirical research, in terms of marketing, management, etc. On the basis of the theory as a guide, combined with the actual situation of Zhengzhou Nissan automobile co., LTD., use of scientific methods to analyze the problems existing in the development process of Zhengzhou Nissan, Zhengzhou Nissan marketing network construction and proposed a solution...